JawboneUP Fitness Tracker
JawboneUP Fitness Tracker
Inthe evaluation of the efficiency of this media plan, Jawbone lookedat the printing cost used for the scheme. The target audience wasassessed with special reference to the possibility of makingimprovements. The channel used in shipping was evaluated to determineits effectiveness in getting the brand to the customers. Finally, theaverage cost of the entire plan was evaluated.
JawboneUP Fitness Tracker Final Media Plan
JawboneUP Fitness Tracker was launched in November 2011 by Jawbone as thesyndicate’s first non-audio product. In 2013 to 2014, Jawbonelaunched an update version of UP, the UP24, the UPmove and finallythe UP. No new updates were made on UP last year. Jawbone was ratedamong the first five in fitness trackers in 2015.
Customersare attracted to a particular commodity based on its ability to meettheir needs. The fitness tracker should be customized to meet theindividual needs of the customers.
Pricecharged for the commodity must be affordable enough to all consumers.Through the same, it would be possible to get many customers vouchfor the product. For example, the company charges approximately $44for the fitness tracker. Clients can acquire the products because ofthe prices offered.
Jawbonemust ensure that the product is easily available. The distributionchannel must be elaborate enough for easy access of the product.Commodities are sold both at the company headquarters located in SanFransisco, in California. However, some of the products are soldthrough online stores such as Amazon.
Jawbonehas the mandate of ensuring that the branding is efficient enough toattract customers. The company conducts exhibitions to make thepublic learn about availability of the product.
Thefitness wearable market competitors for Jawbone include Nike andFitbit 2016. Jawbone’s UP has promoted its brand endowing it withthe competitive advantage.
Problems and opportunities
Opportunitiesinclude the increase in data analytics stock. Further, there is thebenefit of an increase in market for commodities as attested by theneed for many people to be fit. Challenges could include the increasein competition from other firms.
Jawbone’sUP consumers lead an active, healthy adventurous lifestyle. They areadults aged 35-50. They comprise women and individuals who work outcasually and the fitness fanatics. Athletes compose the larger targetgroup, both young and adults.
Engageconsumers in ways that create a platform for interaction with thebrand. Promoting customer loyalty is a goal that should be attainedby the organization.
Regularadvertising of upcoming products and constant monitoring of theconsumer’s perception is a fundamental strategy.
Macro-schedulingis the primary plan. It is based on the consumer patterns and thebusiness cycle. The recommended media vehicles include television,internet, magazines and banners.
Estimatedmedia budget figure would be calculated based on past media spent for.
Inensuring the efficiency of this media plan, the assessment doneincludes testing of brand identity before advertisements. Concepttesting to ensure the correct information is given and the creativityused is sufficient also to ensure the company’s slogan and brandpositioning is appropriately done.
Basedon our target audience, we have created a workable media plan toensure continued engagement with our consumers, and it will help theorganisation in staying I track on the objectives set. Also itassists in maintaining the market and reinforcing production.
Boundless.(2016). BoundlessMarketing.Creatinga Media Plan.Retrieved fromhttps://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/the-advertising-campaign-88/creating-a-media-plan-441-7612/
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